10 reasons why your PPC isn't performing

So, you've set up your PPC campaigns with high hopes for stellar results. But what's this? Your expectations aren't quite aligning with reality? Fear not – you're not alone. Sometimes, even the most well-intentioned PPC campaigns hit a bump in the road. We're here to help you navigate through the fog and shed light on 10 potential reasons why your PPC isn't performing as expected. Let's dive in and get those campaigns back on track…

1. Vague Campaign Goals

If your PPC campaigns lack clear goals, it's like setting sail without a destination. Are you aiming for brand awareness, conversions, or lead generation? Define your goals and tailor your strategies accordingly.

Tip 💡 Get crystal clear on your campaign objectives. This clarity will guide every decision you make along the way.

2. Weak Keyword Strategy

Keywords are the bridge connecting your ads to your audience. If your keyword strategy is too broad, too competitive, or not aligned with your audience's intent, it's time for a keyword makeover.

Tip 💡 Dive into keyword research. you can either Identify long-tail keywords that are specific to your products and resonate with your potential customers. Or utilise different keyword match types alongside automated bidding to use real time data to find the keywords that work for you.

3. Lackluster Ad Copy

Your ad copy is your virtual sales pitch. If it's boring, unclear, or fails to highlight the benefits of your products, you're missing out on potential clicks and conversions.

Tip 💡 Craft compelling ad copy that addresses your audience's pain points, showcases your unique selling points, and includes a strong call to action.

4. Ignoring Negative Keywords

Neglecting negative keywords is like letting irrelevant traffic crash your party. Filter out keywords that attract the wrong audience and drain your budget.

Tip 💡Regularly review your search terms report and add negative keywords to refine your targeting and reduce wasted spend.

5. Underwhelming Landing Pages

Your ads might be golden, but if your landing pages don't deliver the promised value, your visitors will bounce faster than a rubber ball.

Tip 💡 Ensure your landing pages match the ad's promise, load quickly, and provide a seamless experience that guides visitors toward a conversion.

6. Neglecting Mobile Users

In the mobile-centric world we live in, ignoring mobile optimisation is a recipe for disaster. If your ads aren't optimised for mobile devices, you're missing out on a massive chunk of potential customers.

Tip 💡 Double-check that your landing pages are mobile-friendly. A seamless mobile experience can significantly boost your performance.

7. Inadequate Tracking and Monitoring

Without proper tracking, you're flying blind. If you're not keeping a close eye on your campaigns' performance, you might be missing crucial insights for optimisation.

Tip 💡Ensure conversion tracking is set up correctly and that you are utilising all the available optimisation techniques such as Enhanced Conversions and Consent Mode. Use these plus GA4 to monitor your campaigns' performance. This data will guide your optimisation efforts.

8. Zombie Products

Google's Performance Max campaigns often prioritise historically top converting products, whilst showing less frequently or not at all those products with no conversions - including new items.

Tip 💡 Set up a Standard Shopping campaign to drive traffic through these items, giving them historic data for Performance Max campaigns to later optimise with.

9. Disregarding Quality Score

Google's Quality Score rewards relevance. If your ads, keywords, and landing pages aren't in sync, your Quality Score suffers, leading to higher costs and lower ad positions.

Tip 💡 Focus on improving your Quality Score by ensuring your ads are relevant to your keywords and providing a seamless user experience.

10. Set It and Forget It Mindset

PPC campaigns need constant care and attention. If you've set up your campaigns and left them on autopilot, you're missing out on opportunities for optimisation.

Tip 💡 Regularly review your campaigns, test new strategies, tweak ad copy, and optimise your bids to stay ahead of the game.

Setbacks happen to the best of us. The beauty of PPC is that it's a dynamic field, open to constant improvement. By addressing these 10 reasons why your PPC isn't performing, you're taking the first step toward turning things around. Remember, it's all about fine-tuning, experimenting, and adapting as you go. 

If you're worried you're potentially missing opportunities to maximise results in your PPC campaigns, get in touch with our team using the button below and we'll take a look!